by : Sabrina Helm
Herdecke UniversityStrategic MarketingAlfred-Herrhausen-Strasse 5058448, Germany
Herdecke UniversityStrategic MarketingAlfred-Herrhausen-Strasse 5058448, Germany
Abstract
In recent publications, corporate reputation has been interpreted as a stakeholder-related construct.
While some authors state that – according to stakeholder group affiliation – a specific set of criteria is relevant to validly evaluate the reputation of a firm, others call for comparability of data and favour standardised measures.
Empirical evidence on stakeholders’ perception of corporate reputation has remained scarce. Therefore, the objective pursued by this paper is to analyse and discuss the process and implications of building a stakeholder-related measure of corporate reputation.
The findings of a study among German customers, employees, and private investors of a consumer goods producer are used for illustration.
Artikel lengkap dikompilasi oleh/hubungi :
Kanaidi, SE., M.Si* (Penulis, Pelaku Bisnis, Trainer dan Dosen Marketing Management)
e-mail : kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id
*Profil Lengkap, lihat (click) di sini
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